“This is really out of bounds,” remarked Lisa Johnston, the buyer of athletic footwear for alarge chain of sporting goods stores. Ms. Johnston was referring to a new policy by Nike, the famous athletic shoe manufacturer, that required retailers o place their orders six months in advance of delivery. “This is great for Nike because it enables them to plan their production effectively, but
it makes life very difficult for us. Doesn’t Nike know that retailing of athletic shoes is a fast- paced, highly competitive business? It’s extremely hard to predict exactly what Nike shoes our customers will want that far in advance—and what about the other brands of athletic shoes we carry?” continued Ms. Johnston to an assistant buyer. Does Nike understand the role of the retailer? Discuss.